Understanding the Importance of Viral Content on Social Media

Microblogging has been adopted by companies big and small as a marketing tactic. People who handle the PR of these companies understand how crucial a social media presence has become. Marketing teams try to create content that will benefit their followers, and in turn benefit the company. Sharing or tweeting useful resources, insightful ideas, and helpful relevant tips keep followers satisfied and establishes a sense of integrity for the companies’ microblog. Tweeting relevant content, more than just mundane everyday occurrences, is a good way to make your microblog look professional but in order to really bring your microblog to the next level you want to put content out that will go viral.

What makes content go viral? Is there a secret formula that makes everybody want to share/retweet it? Should I always involve a video of cats riding bicycles in my post?

The truth is there is no guarantee that any content you post will take social media by storm and go viral. You can get a feel for what’s entertaining and trending, like cats riding bicycles, but when evaluating your content later it might fall short of what your company defines as viral. Larger companies may want over 100 thousand shares. A smaller company might consider 20 thousand as a success. Either way when creating the content you can’t guarantee it will blow up across social media.

http://www.digitalbuzzblog.com/infographic-how-does-content-go-viral-tips/ – This infographic helps understand viral content marketing. This infographics gives several “reasons we share” content that make it viral and worthy of being shared. Simply put we share content that is entertaining, unbelievable, has tremendous emotional appeal, is truly valuable to us, or it makes us stop and think.  A great example of viral content is “memes.” Memes spread like wildfire, for better or worse. Memes are often critical of a subject and turn into some bad PR.

Target had a meme created about one of their cashiers and found a way to spin it into some free microadvertising. A picture was taken of a cashier named Alex and the photo went viral. People thought that Alex was super dreamy and the memes started to hit social media. Target recognized how viral this content was and created the hashtag #AlexfromTarget. Even though this content wasn’t super beneficial to Targets followers it was entertaining. Target found an effective way to be part of the social media conversation.

Being part of the conversation really is the entire idea behind creating viral content. Marketing teams are on their toes waiting to see what the social media finds worthy of sharing. It’s being aware and prepared that allows companies to board the train that is viral content before it’s too late.


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